Katy Perry, the new brand ambassador, for GHD

The Britain-based hairstyling and appliance brand GHD has appointed singer Katy Perry as its new brand ambassador. Within the next month, Perry will start appearing in print and television adds for GHD, and will act as the international tour sponsor for Perry’s “California Dreams 2011” tour that kicked off in Europe last month. The GHD brand, launched in 2001, is known for its hairstyling appliances, which can be used to both straighten hair and create curls. A complementary line of hair products was added in 2006. “Katy completely embodies GHD’s spirit of female transformation and empowerment, as she is recognized as a cutting-edge style icon unafraid to push fashion and beauty boundaries,” says Paul Stoneham, chief executive officer at GHD.